The purpose of this paper is threefold: first is to study and analyse the personal beliefs of the customers regarding their generic assessments for the main issues of today: environment, culture or equal opportunities for everyone. Second, it will attempt to compare the differing opinions different customers from several countries possess. Finally, it is to relate, link and model the influence these opinions may have on the country selection made by the tourist.
Evidence is drawn from a sample of approximately 1,600 customers/tourists who visited Crete island. Those in the sample were from ten different countries of origin. The research attempts to shed some light on the importance of travellers' beliefs by using the multinomial logistic model that tested whether it can produce results for prediction and comparisons.
Results suggest that tourist beliefs can be categorized in three factors, namely country's characteristics, tradition and hygiene that are differentiated among nationality groups. No robust support is provided for any relationship between travellers' values and country selection and thus arguing for further research in tourism marketing and policy.
By using the findings of this work, hotel managers and tour operators can identify the multicultural diversity of international tourists.
This work addresses the ways with which customers by using their personal beliefs select destinations (countries). It diverts from the mainstream relevant literature that focuses almost solely on the level of satisfaction or the level of service the customer enjoys. One of the issues that remains rather neglected is the importance that personal characteristics and attributes of the tourist/customer influence the final decision on where to spend his/her holidays.
